The implementation of Hospidex in the Netherlands.

Abstract

The company Hospidex is a SME specialized in the sales and the marketing of medical devices in the healthcare sector. Hospidex has just celebrated its 30th anniversary. The company is active, on the one hand, thanks to its own sales team in Belgium, in Luxembourg and in France, and on the other hand, in other countries such as the Netherlands via distributors in a business to business model. Today, the Hospidex group has the possibility to extend its activity and to create a new sales entity in the Netherlands. This paper first demonstrated that the Netherlands is favorable for our business entry. We considered the external factors using the Pestel analysis and some internal factors analyzing the Dutch healthcare environment under its different aspects. The motivations of Hospidex to enter the Netherlands are well founded, the potential of the market is huge, and the business plan is very realistic and interesting for the company. Nevertheless, this will require some investments and modifications inside the organization at different levels, especially in terms of staff at the sales level. The business sales model, which is today a business to business model, needs to be adapted in a business to end market model. This is the same model we use today in Belgium, in Luxembourg and in France. By entering the Dutch market, we will establish our position within the BeNeFraLux territory. This will reinforce a common strategy, but also create more focus, increase our image and establish the position of Hospidex in this geographical region. Being responsible for the Dutch market as Sales Manager, I suggest some concrete recommendations in order to implement the company successfully in the Netherlands. I am very happy to be part of this nice project.